Tugg Inc., touted as a Web platform for do-it-yourself exhibition, has announced it’s started working with exhibitors Alamo Drafthouse Cinema, AMC Theaters, Bow Tie Cinemas, Cinemark Theaters, Goodrich Quality Cinemas, Rave Cinemas and Regal Cinemas.

Austin, Texas-based Tugg, which has Ben Affleck, Richard Linklater and Terrence Malick on its board of advisers, said its partnerships with distributors will be announced prior to the official launch at South by Southwest next month.

Tugg, founded by Nicolas Gonda and Pablo Gonzalez, provides for individuals to select a film, screening time and nearby theater and then spread the word to their immediate and online community. Once a necessary number of people commit to attending, Tugg will reserve the theater, manage ticketing and ensure delivery of the film.

“Every film speaks to a different person, and the most exciting thing about Tugg is that it allows for audiences to find their films and films to find their audiences,” Gonda and Gonzalez said. “We are eager to offer a platform that enables studios, filmmakers and exhibitors to have unprecedented interaction with communities and influencers.”

Gonda has worked with Malick and Steven Soderbergh. Gonzalez is a high-tech and marketing exec who leads Tugg’s development and operations.

“As the film exhibition industry continues to evolve, AMC Theaters remains committed to staying at the forefront of innovation, which is why we’ve been proud to work with Tugg from the very beginning to determine the feasibility of its platform,” said Robert J. Lenihan, president of programming at AMC. “As we continue to evaluate the program through trials at our theaters, we’ve experienced its potential first-hand through successful results by not only putting the choice directly into our guests’ hands, but also through the power of grassroots, guest-advocate marketing.”